Glossary: New Media

IAB

See Interactive Advertising Bureau.

ICANN

The Internet Corporation for Assigned Names and Numbers oversees the domain name system that allows the world’s computer networks to communicate with each other in an orderly and predictable way. ICANN maintains a list of accredited domain name registrars who process registration requests from entities that wish to establish new internet addresses.

identity theft

Crime where a hacker who uncovers sufficient personal details about someone uses that information to impersonate their victim. This offense poses a grave danger to e-commerce sites that must assure wary consumers that online transactions are not an identity theft vector.

iDTV

Interactive Digital Television is digitally delivered TV programming with which users can interact through a set top box interface.

image map

An image-based website navigation tool. A large graphic or collage represents different pages on the site. Users click image hotspots associated with those pages to jump directly to the site’s different areas.

impression

A measurement of online ad delivery—roughly the appearance of an ad in a web browser (where the visitor has opportunity to see it). However, companies define impressions in different ways. Some register impressions when the browser requests an ad from its server; others count the impression only after fully downloading to the visitor’s web browser.

IMU

Interactive Marketing Units define seven standard display ad sizes that the Interactive Advertising Bureau endorses for online inclusion. Sites adhering to IMU guidelines can exchange ads easily with other sites that follow the same standards.

in-lining

The practice of designing a web page using elements pulled from other sites. The images that visitors see in this case reside on another site’s server. In-lining is risky since a page owner cannot fully control all its elements.

inbound link

A hyperlink from one website that directs traffic to a different site. A high number of (legitimate) inbound links is a sign of that page’s relevance and popularity.

incentivized traffic

Click-throughs generated via links that promise direct rewards such as cash, coupons or the chance to win a free iPod.

index

The database of saved web pages that search engines analyze to deliver search results.

individualized TV

Technology that offers viewers interactive choices that providers can analyze to provide targeted advertising. In such applications, viewers might be able to select camera angles, choose between commercials or conduct e-commerce.

industry generated media

Media generated through traditional business and mass media channels. This includes public relations efforts, newspaper reports, press conferences and advertising—including those that leverage new media ad formats.

insertion

An ad server’s recorded placement of ads into ad hosting web pages.

integrated communication

The branding-aware business practice of offering one consistent message across all traditional and new media marketing channels.

interactive advertising

Online, TV and wireless ad formats that attempt to generate an immediate response on the medium’s communication interface (a computer screen, a TV screen’s interactive button overlay or a mobile phone’s number pad).

interactive advertising bureau

Global trade association devoted to supporting the online advertising industry. The IAB reports on current conditions, issues best practice guidelines, and conducts research to educate members about the effectiveness of various industry tactics. For more information, visit iab.net.

interactive program guide

Accessed via a TV provider’s set top box display interface, the IPG provides a comprehensive list of all available programs, as well as a single-click means to view and record them. Some IPGs utilize banners and margins for advertising, which in time should be targeted behaviorally. Sometimes known as an Electronic Program Guide (EPG).

interactive still ads

Display ads that are not themselves interactive, but that appear in an interactive interface, such as an Electronic Program Guide.

interactive television

Digitally delivered TV programming whose signal carries interactive enhancements that viewers activate from a set top box display interface. Interactive applications include clicking to purchase advertised items, electronic program guides, pay per view programming, clicking to save promoted programs or advertising and playing games. In time, iTV will combine a household’s TVs, computers, telephones, security system and audio components into a single TV-based communications center, or telecomp.

interactive voice response

Automated call routing technology that translates spoken words into commands. IVR systems instruct callers to speak from a menu of word choices in order to progress to the next routing menu.

interface

The medium through which users communicate instructions to computers and set top boxes. The most popular interfaces are graphical, requiring users to select and activate choices by navigating to a button or icon and clicking a mouse or remote button. Competing keyboard interfaces are phasing out, and touch screen interfaces remain popular chiefly among businesses.

internet

A decentralized worldwide computer network made possible by the TCP/IP communications protocol. The internet is a true global community in which participants network actively to share or sell information, goods and services.

internet protocol

Addressing convention used to identify devices connected to the internet. All such devices must have a unique IP address, which is a four-digit string, separated by dots, in which no number exceeds 256. For example, 65.18.215.87. To ensure connectivity, devices obtain their unique IP addresses directly from internet service providers.

internet protocol television

TV program that enters the home through a broadband internet connection, rather than via cable, a satellite dish, or a broadcast antenna. IPTV requires a set top box to provide a program selection interface and to convert IP video signals into ones that display on standard TV sets. Because IPTV relies upon proven interactive technology—internet protocol—it holds considerable promise for direct response advertising.

internet service provider

Company or institution that offers internet access to any paying or authorized user. Delivery channels include cable, electrical lines, fiber optics, phone lines, satellite, T-1 lines and wireless.

internet TV

A counterintuitive designation for conventional web browsing channeled through a set top box in order to display on standard TV screens. Also known as Net TV.

interstitial

Online ads that display uninvited—often in Flash format—as browsers transition from one web page or video segment to another.

invisible GIF

Known by a variety of names—pixel tag, web beacon or web bug—the invisible GIF is a link to an imperceptible graphic (a single pixel) that resides on a website or in HTML formatted emails. When the end user’s computer retrieves the image from the invisible GIF’s host, the host reads cookie files to track browsing behavior. While invisible GIFs can have benign uses (monitoring email open rates, for instance), many users vilify them as sleazy spyware tactics.

IP

See Internet Protocol.

IP address

The unique four-digit address by which internet connected devices identify themselves for the purposes of transmitting data. (See Internet Protocol.)

IPG

See Interactive Program Guide.

IPTV

See Internet Protocol Television.

island position

Ad positioned all by itself, or in a layout position surrounded only by editorial content.

ISMA

The Internet Streaming Media Alliance is a trade association for streaming media content providers and companies that manufacture devices that play these streams. For complete information, visit www.isma.tv.

ISP

See Internet Service Provider.

iTV

See Interactive Television.

IVR

See Interactive Voice Response.